The Evolving Perception of Programmatic Ad Quality
Programmatic advertising marketplace OpenX released results from its second annual report on the perceptions of marketplace quality in programmatic advertising.
Marketplace quality is top of mind for both publishers and advertisers who are willing to expand their budgets and investment in these new formats but are obviously concerned with the quality and integrity of the available inventory.
In 2015, almost all marketing professionals (95%) surveyed held the belief that programmatic advertising offered good value for money. One year on, however, this figure has fallen to 86%. Marketers' perception of risk has also decreased however and this year, less than half of all respondents (48%) believe programmatic advertising is high risk compared to other channels, a 17 percentage point decrease year-over-year. OpenX suggests that factors including improved verification tools, experience and education are likely driving the increase in confidence.
“We hope to continue to raise awareness of the issues which impact marketplace quality with this report – especially within the mobile environment – and inspire the industry to work towards solutions that will allow all participants to realise the full potential of programmatic,” said John Murphy, vice president of marketplace quality at OpenX.